SUNSILK

“Softness, shine, and manageability of hairs.”

Namra mubarak

Introduction

•Sunsilk is a hair care brand, primarily aimed at women, •Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo-Dutch conglomerate's “billion dollar brands". •Sunsilk shampoos and conditioners and other hair care products are sold in 80 countries worldwide.

Key facts

Number 1 in Asia, Latin America and the Middle East

Sales of more than $1 billion a year.

Selling in 80 countries. Also sold as Elidor, Hazeline,

Seda and Sedal.

• Recent Awards: Holds the Guinness World Record for the most heads of hair washed and styled in one day

Market Share

20%

17%

13% 18%

8%

24%

Sunsilk

Head& Shoulders

Pantene

Clinic

Dove

Others

Mind Share

35%

20%

29%

10%

6%

Sunsilk Pantene

H&S Dove

Others

Sunsilk

Shampoo Conditioner Shampoo & Conditioner

Product Mix

Dry TherapyScalp NutritionProtein ConditionerUltra-moisturizing

Dry HairLong HairAnti DandruffScalp Nutrition

Anti- DandruffSunsilk Naturals Sunsilk BlackSunsilk PinkSunsilk YellowSunsilk FruitaminsSunsilk OrangeFresh & CoolCurl Control

Point of parity(POP)

• For an offering to achieve a point of parity on a particular attribute or benefit, a sufficient number of customers must believe the brand is “good enough” on that dimension

Like others SUNSILK consists of such POPs are:• Dream soft & Smooth• Stunning Black Shine• Lusciously Thick & Long• Anti-Dandruff Solution• Hair Fall Solution

Strategy of Commercial• They have shown that shiny and long hairs were required to fulfill the

dreams of a girl• The jingle was so memorizable and easy• The clothes the girl was wearing were matching the brand• They have more focused on shine in the commercial• It targeted the pupil who want stunning shiny hairs

• They always mention at the end of the commercial that it is created by there experts who really work on it

• The girl was shown so active and confident with her stunning long and strong hairs

Negativity:• The girl who wants shiny hairs she also wants that her hairs should be

healthy ,long and strong , dandruff free

• They have not chosen any celebrity like head and shoulders.

Point of Difference (POD)

• With point of difference, the brand must demonstrate clear superiority.

• Sunsilk’s PODs is Co-creation. They came with this idea to grab the market and to be superior in the market. From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products. Each hair “issue" variant links to an "expert” with the relevant specialist hair knowledge.

CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD

Target market of Sunsilk

• The main target market of sunsilk is females between the ages group 16-40 belonging to the middle & lower income classes. • Sunsilk target its market

on the basis of consumer buying behavior, income level, and purchasing power of people.

Positioning: A Hair Care Expert

• Sunsilk provides real solutions to women's everyday hair needs everywhere• Understanding what girls want & how girls feel• Lively blondes, deeply brunettes & passionately reds.

Communication Tools of Sunsilk

• Electronic Media (Gang Of Girls)• FM• Print Media• Sponsorships (magazines

• Billboards• Giving out free Samples

Thank You !